This research analyzes the portrayal of women and men in advertising campaigns by Calvin Klein and American Apparel over three decades (1990–2020), assessing how these brands have shaped gender images, reflected or reinforced societal norms, and responded to global gender equality discourses, particularly Strategic Objective J2 of the 1995 Beijing Platform for Action. Drawing on feminist media theory, the study examines how bodily depictions, aesthetic inequality, and gender stereotypes operate within these campaigns, alongside broader issues of discrimination, sexualization, and cultural bias. By comparing ads from three time periods (1990–2000, 2000–2010, 2010–2020), we explore both continuities and shifts in representation, identifying disparities in the visual and narrative framing of men and women.
The methodology combines qualitative content analysis of 12 purposively selected campaigns with a critical feminist lens, informed by the researchers’ diverse cultural backgrounds. The project aims to develop good practice guidelines for more gender-sensitive advertising, equipping future communicators to challenge stereotyped portrayals and adopt inclusive visual and linguistic strategies. While acknowledging limits related to interpretative bias and cultural specificity, the study leverages the multinational perspectives of its six researchers to enrich the analysis. Ultimately, it seeks to raise awareness among peers and industry practitioners of how high-profile fashion advertising both constructs and contests gender norms, and to contribute to a more equitable and stereotype-free mediascape.
